I'm the lead developer at http://setformarriage.com http://setformarriage.com and I can say that this is totally true. There are a lot of hurdles to running a d

I'm the lead developer at http://setformarriage.com http://setformarriage.com and I can say that this is totally true. There are a lot of hurdles to running a dating site, the primary ones being dealing with scammer accounts and a stigma with the media and advertisers that borders on the level of running a porn site. However, if you've got some kind of unique angle (like Set For Marriage's focus on marriage-minded people or Ashley Madison's controversial focus on facilitating adultery) or some kind of newsworthy technology it's not really that hard to line up interviews with local news stations and blogs (the founder of Set For Marriage was interviewed by something like 15 local news stations around the US from a single press release and some nudging). Going to online dating conferences can also be very good too, as many of the people in the industry are very willing to help out serious and interesting newcomers. There's definitely a challenge in building traffic though. AdWords and SEO for dating terms are very competitive, and affiliate traffic can be very scammer-heavy. CloudFlare, some decent flagging algorithms, and OCD developers who check for spam accounts multiple times a day can help out tremendously with this, and we've given one nice woman a lifetime premium account for reporting a ton of suspicious accounts to us.